The group, one of the country's leaders in the integrated farm business, plans to export about 54,000 tonnes of chicken meat this year, or about 15% of Thailand's chicken exports, expected to total 360,000 tonnes in 2010.

Vasit says the sales target for the 65 Betagro Shops was realistic, considering the positive feedback from customers and the company's aggressive business direction this year, centered on expanding product lines and improving product delivery to customers.

“Food safety also remains a major focus for this year's operations”, he says, adding that the most recent addition to Betagro's shop outlets, bringing the number to 65, is in Min Buri, located within the heart of business and densely populated districts, which includes Betagro's major customers; wholesalers and restaurants, representing about 80% of our total revenue," says Vasit, adding that Betagro Shops open in locations where they can support customers' businesses or help Betagro's authorized distributors operate more efficiently.

"With this nationwide wholesale network, customers and distributors alike are presented with higher hygienic and safety quality products, along with consistent service excellence and competitive pricing," he says.